Here's what's happening today in pop culture:

• William Shatner is back as the Priceline "Negotiator" in a new series of ads. Was his demise just a set-up? [AP, via The Salt Lake Tribune]

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• Plans for tonight: Wasn’t Imagine Dragons just here?
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• The Cricket’s Daily 3: ‘Star Trek’ opens a bit soft
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• Plans for the weekend: Kate Nash, Brown Bird, Limp Bizkit
  Published May 17, 2013 02:45PM
• Friday movie roundup: Art houses ain’t afraid of ‘Star Trek’
  Published May 17, 2013 10:30AM

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• Why'd it have to be snakes? And why are they so tall? Because Paramount is planning an IMAX re-release for "Raiders of the Lost Ark." [The New York Times]

• Two icons of nerd-dom have passed on: Ron Palillo, who portrayed Arnold Horshack, the runt of the Sweathogs on TV's "Welcome Back, Kotter," has died at the age of 63; and science-fiction author Harry Harrison, who created "The Stainless Steel Rat" series and whose "More Room! More Room!" inspired the famous closing scene of "Soylent Green," has died at the age of 87. [Los Angeles Times; io9]